Strong growth led by regional markets as Europe, North America, and Asia, contributes significantly.
Jordan’s tourism sector is experiencing a resounding upswing, with the first half of 2025 marking a period of exceptional performance. According to newly released data from the Jordan Tourism Board (JTB), the Kingdom welcomed 2.7 million overnight visitors between January and June—representing a robust 14% year-on-year increase. The surge signals a return to form for Jordan, positioning it as one of the most desirable cultural and leisure destinations in the Middle East.
At the heart of this growth lies a strategic alignment with the Gulf Cooperation Council (GCC) markets, particularly Saudi Arabia and the United Arab Emirates. These neighboring countries continue to drive momentum, drawn by Jordan’s shared heritage, linguistic and cultural familiarity, and expanding network of air links.
GCC Markets Fuel Momentum
The Kingdom recorded 633,000 overnight arrivals from GCC countries during the first six months of 2025—up 6% from the same period last year. Saudi Arabia remained the leading source market, with 564,000 visitors, reflecting an 8% increase. The UAE, while smaller in absolute terms, posted a notable 15% rise, reaching 10,000 visitors. In contrast, Kuwait saw an 11% decline, dropping to 32,000 arrivals.
Dr. Abdulrazzaq Arabiyat, Managing Director of the Jordan Tourism Board, attributed the growth to Jordan’s enduring appeal and targeted engagement with Gulf travelers.
“These results reflect the growing confidence of international, and particularly Gulf, travelers in Jordan’s tourism offering,” Dr. Arabiyat said. “Despite geopolitical headwinds, Jordan continues to be perceived as a safe, familiar, and enriching destination—offering a unique blend of heritage, hospitality, and natural beauty.”
Heritage Destinations See Renewed Footfall
The rise in arrivals is mirrored by increased visitation to Jordan’s most iconic sites. Petra, the ancient Nabataean capital and UNESCO World Heritage Site, welcomed 200,000 foreign tourists in the first half of the year—up 17% year-on-year. Mount Nebo, a revered pilgrimage site overlooking the Jordan Valley, recorded a 12% rise to 105,000 visitors. Jerash, known for its remarkably preserved Roman ruins, attracted nearly 69,000 international travelers.
This resurgence signals a renewed global interest in Jordan’s historical and cultural assets—particularly among Gulf travelers who seek destinations that offer both relaxation and meaningful experiences.
Strategic Resilience Amid Regional Challenges
Jordan’s tourism sector has demonstrated impressive resilience in the face of regional instability, including the ongoing conflict in Gaza and sporadic disruptions to air connectivity. By focusing on markets within geographic and cultural proximity—namely the GCC—Jordan has managed to mitigate declines from some traditional long-haul source markets in Europe and North America.
Notably, GCC and Arab travelers increasingly favor independent, experience-led itineraries, with Amman, the Dead Sea, and northern Jordan emerging as preferred hubs for self-guided exploration, wellness retreats, and family travel.
Infrastructure Investment and Market Expansion
To sustain this momentum, Jordan is actively enhancing both its aviation links and hospitality infrastructure. Royal Jordanian Airlines is expanding its network across South Asia, including new services from Delhi and Mumbai. Simultaneously, negotiations are underway to restore low-cost connectivity via Ryanair and Wizz Air by October. Collaborative efforts with Qatar aim to bolster long-haul access through strategic aviation partnerships.
On the ground, Jordan is investing in mid-tier hospitality developments across Petra, Wadi Rum, and the Dead Sea—catering to a growing segment of quality-conscious travelers seeking comfort, authenticity, and value.
A Sustainable Vision for the Future
Looking ahead, Jordan has set an ambitious goal of reaching 10 million overnight visitors annually by 2033. However, tourism authorities emphasize a focus on sustainable, high-value travel over mass-market volumes. The emphasis is on curating premium experiences that celebrate Jordan’s natural, spiritual, and cultural assets—while ensuring long-term preservation.
“Jordan’s future as a tourism leader lies in our ability to offer experiences that are both meaningful and responsible,” said Dr. Arabiyat. “We are building a tourism ecosystem that delivers value to visitors, while preserving the heritage and environment that make Jordan unique.”
Why Jordan Continues to Resonate with Gulf Travelers
- Effortless access: Direct flights from major Gulf cities to Amman and Aqaba
- Visa-on-arrival: Seamless entry for most GCC nationals
- Cultural affinity: Arabic-speaking hospitality, shared traditions, and regional cuisine
- Diverse offerings: From UNESCO sites and desert adventures to wellness retreats and religious tourism
- All-season appeal: Cool summers in the north, warm desert escapes in the south
With demand continuing to rise and new strategic initiatives underway, Jordan is poised to reaffirm its position not only as a cornerstone of Middle Eastern tourism but as a global destination for discerning, experience-driven travelers.
